Instagram's Algorithm vs. TikTok: Mosseri Reveals Key Differences

• Adam Mosseri, head of Instagram, explained the platform's exploration-based ranking system, designed to give every piece of content a fair chance.
• Instagram's algorithm shows posts to a small audience first, expanding reach based on performance and engagement, allowing small accounts to achieve large reach.
• TikTok pioneered this exploration-based ranking, a model now standard across major social media platforms including Instagram, YouTube, and Facebook.
• A major divergence is in commerce strategy: TikTok aggressively pursues a first-party commerce model, directly facilitating transactions.
• TikTok's shop tab effectively transforms the app into an e-commerce marketplace, handling payments and shipping, applying lessons from China.

Why It Matters: Instagram prioritizes content exploration for fair reach, while TikTok leads in direct e-commerce integration.